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2012. All Rights Reserved

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Shala W. Graham Communication Designer

Eat on PurPosE IdentIty Though not a non-profit exactly, this start-up venture had a great mission that needed support. The founder,

Dr. Aisha Prim, had a desire to change our youth, particularly in minority communities, through proper nutri-

tion. Born out of that desire was Eat on Purpose, which teaches youth and parents how to eat and what to eat.

Client: eat on PurPose

PMS 583RGB 159, 173, 62CMYK 21, 2, 97, 13HEX #AFBD22

PMS 469RGB 123, 94, 75CMYK 21, 53, 89, 42HEX #794400

Fonts:Century GothicCentury Gothic Bold


ICa IdentIty and StatIonery Innovative Clinical Associates is a human services and behavioral health consult-

ing firm that provides comprehensive services to children, youth, families, schools,

facilities and corporations throughout the Washington metropolitan area. Client:

innovative CliniCal assoCiates

817 Silver Spring Avenue, Suite 203 Silver Spring, MD 20910t: 301-565-0720 | f: 301-565-0721

Cari Brown-DunCan LCSw-C, LiCSw, LCSw PrinCiPaL/CLiniCaL DireCtort: 301-565-0720 | f: 301-565-0721icamentalhealth.com | [email protected] Silver Spring avenue, Suite 203Silver Spring, MD 20910

working to strengthen families and communities

817 Silver Spring Avenue, Suite 203Silver Spring, MD 20910


GallEry EsPrEsso Brand IdentItyThe Gallery Espresso is a cafe chain featuring gourmet European coffee and tea, native to Savannah, Georgia. The

cafe combines a gallery space and performance venue with a coffeehouse. The cafe is eclectic and trendy, with a

grassroots, local flair that supports the communitys arts and entertainment industry. The Gallery Espresso needed

to create a national brand with local charm, unlike other national chains that are identical in every location.

Class: Print studio i

Shala W. Graham Print Studio I Summer 2010

Proj1

T wo-Color logo

Bl aCk/whITe logo

ReveRsed

GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | Shala W. Graham, 2010

Brand IdentIty GuIdelInes eBrochure

View the Brand Identity Guidelines eBrochure


FostEr a ChIld SocIal awareneSS campaIgnThe social issue I chose to address was the foster care system in the Washington, DC metro area, specifically the

need for more African-American foster parents. For the medium, I selected advertisements on the Metro bus and

rail system in DC, as it is the primary mode of transportation for working professionals in the metro area. The

target audience is middle- to upper-class, African-American, married couples in the DC metro area.

Classes: GraPhiC desiGn studio ii & diGital studio i

I am... an event planner a troop leader a soup kitchen server a foster parent

Do Something. Foster a Child.www.fosterachildDC.org

I am... an educator a football coach a supportive husband a foster parent

Do Something. Foster a Child.www.fosterachildDC.org

I am... a financial planner a business counselor a community activist a foster parentDo Something. Foster a Child.www.fosterachildDC.org

I am... a program manager a dance instructor a choir member a foster parentDo Something. Foster a Child.

www.fosterachildDC.org

Visit the Website


WayshomE natIonal ForecloSure preventIon campaIgnWaysHome is the consumer outreach campaign of Know Your Options by Fannie

Mae. Several materials were developed to support the national outreach, including

information sheets, emails, direct mailers, banners, kiosks or other materials to

support their event booths and meet-and-great events.

Client: Fannie Mae

One-color

Blue: PMS 3005Orange: PMS 718

Two-color

Full-color

Interactive Options to Avoid Foreclosure

Whether your financial hardship is temporary (short-term) or more permanent (long-term), whether you want to keep your home or you have decided that you are ready to sell or leave, or if youre not sure what to do, we can help. There are options available to help homeowners just like you, who may be struggling with their mortgage payments and need assistance.

Refinance Get a new loan with a lower interest rate or other adjusted terms

Repayment Plan Pay back your past-due payments over an extended period of time

Forbearance Temporarily suspend or reduce your mortgage payments for a specific period of time

Modification Modify the terms of your mortgage to make it more affordable

Deed-for-LeaseRent your home and remain in the property as a tenantavailable for homeowners whose mortgage is owned by Fannie Mae

Short SaleSell your home and pay off all (or a portion) of your mortgage balanceeven if you owe more on the home than its worth

Deed-in-LieuTransfer the ownership of your property to your mortgage company for release from all (or a portion) of your mortgage loan and payments

KEY STay in youR HoMe Leave youR HoMe

We Want to HelpTake action and gain peace of mind and control of your situation. Contact your mortgage company to discuss your options. For more information, visit KnowYourOptions.com

Contact Your Mortgage

Company Today.

Know your options and Deed-for-Lease are trademarks of Fannie Mae.

Mortgage ProgramsAre Available to Help

Its time to get fit financially!

View the Direct Mailer


VEnturE maGazInE IdentIty and layout deSIgnThis fictitious magazine, Venture Magazine, is for start-up and young businesses. The target audience includes

new, American-based business owners, a mix of those still in the planning stages up to approximately 5 years of

running business full-time. The ideal subscriber is running their business full-time and committed to seeing it

succeed, while maintaining a healthy work/life balance for themselves and any employees.

Class: GraPhiC desiGn studio i

From microsoFt ExEc to Fashion DEsignEr Entrepreneur Profile

BalancE Work, Life and Cashflow

the early years of entrpreneurship

mEEting thE cliEnt

How to sell your company, talk money and close the deal

December 2009 | $3.99

Brand Building SEO TipS FuncTiOnal OFFicE SpacE

December 2009 | 3534 | Venture

EntrEprEnEur profilE

from microsoft to fashion DEsignEr

Marketing executive Gayle Cruise returns to her passion after leaving Corporate America.by. Patrick McLaughlin

A Massachusetts native, Gayle Cruise attended a summer program at Parsons the New School for Design, in New York City, before heading to Florida in 1981 to study marketing and branding at Florida A & M University. After graduating, she moved to Cincinnati, OH to work for Procter and Gamble (P&G). Gayle left

P&G as a brand manager and returned to her Massachusetts roots to attended Harvard Business School in Cambridge, where she honed her marketing skills. After receiving her MBA, she worked for two additional blue-chip companies. In New York, she worked as a consultant for McKinsey & Company.

Being creative, working with my hands is second nature.

Article copy from yourslipisshowing.com.

15 Meeting the clientRefine your elevator pitch to make the best first impression by Carrie Wilson

27 You verses theMDevelop a clear strategy to stand out amongth your competitors by Jerry Godwin

34 entrepreneur profileGayle Cruise: From Microsoft to Fashion Designer by Patrick McLaughlin

38 BalanceFor work, life and cashflow by Carlos Scott

53 hire rightRules for expanding your business right by Frances Munoz

58 Marketing on a BudgetWell show you what works best for young businesses. by Jacqueline Richmond

60 do not enterHow to set boundaries for your home office by Charon Reed

68 5 rules for success as an entrepreneurRules that are not meant to be broken by business owners by Yolanda Carway

InsIde

30 seo tips Make Google your friend. by Shala Graham

42 Brand Building Its never to early to start. by Mark Bartley

68 perfect clientsAttracting the perfect client is easier than you think! by Adam Ducker

departments

10 editors coluMn

12 contriButors

25 ask venture

46 MoneY Matters

72 tech review

deceMBer 2009 | 7

FunctIonal spaces Home offices that make you want to go to work by Janet Louis

62

38 15

cover story

View the Magazine


EmPIrE statE oF mInd experImental BookletIn this project, I wanted to create a piece that would make a nice keepsake for fans of the song Empire State

of Mind (Part II) Broken Down by Alicia Keys that communicated ideas around New Yorks concrete jungle of

dreams, big lights of inspiration and being unstoppable. It needed to be an in-your-face approach to New York

that had high-contrast in both color and texture, but still inspiring and exciting.

Class: tyPoGraPhy studio i

EmpirE StatE of mindBrokenDownGrew

up in a

town, that is famous as a place of movie scenes

Noise is always loud There are sirens all around And the streets are mean if i could make it here i could make it anywhere

thatS what thEy Say Seeing my face in lights or my name in marquees found downBroadwayEven if it aint all it seems, I got a pocketful of dreams B a b y , Im from New York, concrete jungle

where dreams are made of Theres nothing you cant do Now youre in New York these streets will make you feel brand new

Big lights will inspire youHear it for New York, New York, New Yorkon the avenue, there aint never a curfewladies work so hardSuch a melting pot on the corner selling rock PrEAchErS PrAy To God hail a gypsy cab takes me down from harlem to the Brooklyn Bridge Someone sleeps tonight with a hunger for more than from an empty fridgeIm going to make it by any means I GoT A PockETful of drEAmS B a b y , I m f r o mN e w Y o r k

concrete jungle where dreams are made of THeres NoTHINg You caNT do Now youre in New York These streets will make you feel brand new B i g l i g h t s w i l l i n s p i r e y o uHear it for New York, New York, New York one hand in the air for the big city street lights, big dreams, all looking pretty

No PlAcE IN ThE world ThAT cAN comPArEdPut your lighters in the air Everybody say yeah, yeah yeaah

New York, concrete jungle where dreams are made ofTheres nothing you cant do Now youre in New York These streets will make you feel brand new BIg lIgHTs wIll INspIre You hEar it for nEw york

EmpirE StatE of mindBrokenDown


PrICEd out: dC report deSIgnUpon completing research, RCLCO called on needed help producing a report for the Terwilliger Center of the

Urban Land Institute addressing the need for workforce housing in the Washington, DC metro area. I aided the

team in the refinement of data, charts and maps, as well as designed the 30 page report.

Client: rClCo

Terwilliger Center for Workforce Housing

Priced OutPersistence of the Workforce Housing Gap in the Washington, D.C., Metro Area

Workforce Household ProfileAssistant Professor at Georgetown University (Single-Income Household)

Vital Statistics:Household Type: Single Parent, Two Children

Profession: Assistant Professor

2009 Annual Household Income: $74,000

2009 Affordable Home Price Range: $250,000$280,000

Required Downpayment: $25,000$28,000

Percent of AMI for Three-Person Household: 81%

This university professor can afford to purchase a home priced between $250,000 and

$280,000. Home values have appreciated considerably from 2000 to 2009, severely

limiting this professors housing choices within close proximity of his workplace, as

indicated by the black star on the maps below.

2000 2009Locations with Affordable Median Home Values for Profiled Family2000 and 2009

A deeper analysis of the characteristics of

workforce households in Washington, D.C., reveals

more about this groups specific housing needs.

An average of 40 percent of the metro areas

workforce households are made up of three or more

people. This finding is significant, because larger

households require homes with more bedrooms,

which typically are more expensive, often limiting

their housing options to fringe locations.

Although recent demographic trends point toward

an increasing number of smaller households as

echo boomers enter their 20s and baby boomers

age, this trend likely will only slightly alter the

overall distribution of household sizes. Though

average household size is trending downward,

larger households will continue to make up a

notable portion of future growth. Households of this

size are conventionally thought of as a traditional

couple with one or more children, yet many of these

households are a single parent with two or more

children, multigenerational households such as a

couple with an older parent or parents, or groups

of roommates and others sharing a home for

preference or cost reasons.

Less than 60% AMI

60%80% of AMI

80%100% of AMI

100%120% of AMI

More than 120% of AMI

TOTAL

WASHINGTON, D.C., METRO AREA

Estimated Number of Households 588,427 243,487 223,196 202,906 771,042 2,029,059

Distribution of Households 29% 12% 11% 10% 38% 100%}

23% or 466,683 of the households in the Washington, D.C., metro area are in the 60 to 100 percent AMI income range.

DISTRIBUTION OF HOUSEHOLDS BY HOUSEHOLD SIZE

WASHINGTON, D.C. MSA

SOURCE: U.S. Census Bureau, American Community Survey PUMA Data, 2007; RCLCO

29%

30%

40%

1-Person Households

2-Person Households

3 or More Person Households

40%3+-Person Households

29%1-Person Households

30%2-Person Households

Metro Area Household Composition

Household Composition in the Washington, D.C., Metro Area

Source: RCLCO, Claritas, U.S. Census 2007 PUMA Data

Sources: RCLCO, U.S. Census 2007 PUMA data.

Sources: Claritas, RCLCO.

Affordable

Priced Out

Place of Employment

8 9

Steady Growth in Household Income Does Not Keep Pace with Rapid Housing Value Appreciation in the Washington, D.C., Metro Area

2000 2005 2009 2014

MED

IAN

HO

US

EHO

LD IN

CO

ME

HO

ME

VALU

ES

$150,000+

$100,000 $150,000

$50,000 $100,000

Less than $50,000

$450,000+

$300,000 $450,000

$150,000 $300,000

Less than $150,000

Rapid growth in housing values outpaced income growth between 2000 and 2005, limiting affordability and workforce housing options throughout the metro area. Recent housing market fluctuations have helped restore this balance on the periphery of the metro area, although a jobs/housing imbalance persists near major employment cores.

14 15

View the Report


rEInVEntIon oF south lakE tahoE reportAfter researching and analyzing the opportunities for transforming the South

Lake Tahoe area into a prime resort and vacation hot spot, RCLCO needed a report

designed to present to their client to encourage them to invest in redevelopment of

that area.

Client: rClCo

Contents

Introduction and Summary 3

Address Deferred Reinvestment in South Shore Lake Tahoe 4

History of South Shore Lake Tahoe 5

New and Compelling Bed Base 7

Resort Attributes Considered Extremely/Very Desirable 8

Expanded and Un-Rivaled Recreational Amenity Platform 10

Sophisticated and Expanded Shopping, Dining, and Entertainment Options 11

Revitalized and Right-Sized Gaming Offering 12

Convention Infrastructure 13

Closing Thoughts 14

2

Lake Tahoes modern history began in the 1850s, when a silver strike known as the Comstock Lode attracted miners in droves. These pioneering settlers scattered around Lake Tahoe creating the pattern of development that informs Lake Tahoes local economy. The vibrant mining economy created a very affluent population lo-cally, and services and attractions to spend that wealth soon fol-lowed. The area quickly emerged as a vacation destination from the subsequent development of a dominant tourism economy in and around Lake Tahoe. Residents of the rapidly growing Cali-fornia cities were drawn by the luxury resort offerings and stun-ning landscape of Lake Tahoe, and by 1900, Tahoe was the premier West Coast resort and second-home destination.

Organized gambling and skiing were first introduced to the region in the mid-1900s, providing an additional spark to

the growing region and its current tourism-dom-inated economy. These industries would form

the foundation for the future trajectory of Lake Tahoe tourism, effectively transforming the region from a summer destination into a four-

season destination supporting a resident employment base.

Among the first large resort hotels introduced to the region was the

property presently known as Har-veys Lake Tahoe in Stateline, Nevada.

Originally referred to as Harveys Wag-on Wheel Saloon and Gambling Hall, the property was opened in 1944 with limited gaming facilities, a small din-

ing area, and a gas station. Harrahs was the next significant market entrant in the 1950s, buying several local clubs followed by an expansion of Harveys, which included an 11-story hotel addition. South Shore Lake

Tahoe was flourishing.

Shortly thereafter, Harrahs introduced the first major showroom for live performances in 1959, named The South Shore Room. The showroom was a 750-seat state-of-the-art facility attracting the top acts including Wayne Newton, Sammy Davis Jr., Bill Cos-by, and Frank Sinatra.

The 1960 Winter Olympic Games held at Squaw Valley celebrated Lake Tahoes ascendancy as a world-class resort destination, and expanded its international brand to include being a premier ski destination. Area entrepreneurs and champions of Lake Tahoe continued to invest and improve the region through the next two decades, and the resort hotel core in Stateline continued to grow with Harveys expanding and enhancing their facilities as new en-trants penetrated the market. Notably, the Sahara Tahoe, presently known as the Horizon Casino Resort, was built in 1965.

Harrahs built a flagship state-of-the-art property in 1972 which earned North Americas first Five-Diamond rating for a casino-ori-ented hotel, and the Park Tahoe currently known as the Montbleu Casino & Spa was completed in 1978. The South Shore resort and tourism economy was flourishing, and the proverbial rising tide was lifting all elements of the regional tourism economy. Full-time population in South Shore increased fivefold between 1960 and 1980 from 10,000 to 50,000.

Beginning in the early 1980s, reinvestment in the regions tourism infrastructure slowed, and the process of enhancing and refreshing the regional tourist accommodation base stopped. Unfortunately, this corresponded to a period of rapid growth in the gaming and winter recreation industries elsewhere, accompanied by fevered re-investment and modernization of the resort hotel experience.

Over the course of the last two decades, South Shore ceded its role among the most glamorous and exciting gaming venues to other destinations that have reinvented and kept the visitor experience exciting. South Shore deteriorated from a national vacation des-tination to a day-tripper destination overly dependent on gaming, and unappealing to non-gamers. Most recently, the South Shore hotels have even had trouble competing with newer and more

histoRy of south shoRe Lake tahoe

5

Browsing in interesting stores, compelling and contemporary res-taurant options, and varied and contemporary entertainment op-tions are also integral elements in the contemporary vacation ex-perience, and woefully under-presented in South Shore. While the casino hotels those in Lake Tahoe in particular were early pioneers in integrating these activities into the guest experience, the offerings pale in comparison to peer resort markets.

The depth of need to have new and compelling shopping oppor-tunities is demonstrated by the recent success of the new shopping district at the base of the Heavenly Valley gondola. These stores are experiencing extremely high occupancy rates and achieve very high rents. Retailers report very strong performance, and pre-leas-ing for the now stalled Chateau project was very successful. These stores also point to the possibility of a physical transformation that is possible along Route 50.

The success of these new stores also points to a unique potential differentiating element of South Shore. Most mountain resort mar-kets with dramatically reduced traffic outside the winter months cannot support a diversified array of unique retailers. Even tony Vail Village offers mostly tee shirt shops and service retail, with a scattering of restaurants. New retail should be included along the Route 50 frontage of the large resort properties, animating the street and encouraging pedestrian activity.

Restaurants are a key component of the resort retail mix, and plan-ning for new properties should allow for a diversity of dining ex-periences at a variety of price points. Most large format hotels now include several different dining options and rely on non-guest patronage in large measure. The days of the low cost buffet are gone for good.

The role of entertainment cannot be overstated, as it plays a critical role in driving visitation at all times of the year. This is not just a casino hotel phenomenon, but a key emerging element of vaca-tion behavior. One should look to Aspen -- where there is varied and robust entertainment, cultural, and arts programming -- as the only traditional mountain resort market that has succeeded in at-tracting a year-round visitation pattern and resident base.

Government and resort owners must all partner in developing a coordinated and mutually reinforcing array of entertainment ven-ues and options. Venues should range from the large format stage shows to smaller black box spaces appropriate for intimate per-formance, outdoor venues, spaces appropriate for conversion for indoor sporting events, etc. Two dimensions are critical. Each property should offer complementary and distinct spaces, since the entire region will be the beneficiary of enhanced visitation, and spaces should be as flexible as possible to serve the most potential markets. Critical in this is providing facilities that can serve as auxiliary space for conventions and meetings, as will be discussed further below.

sophistiCated and expanded shopping, dining, and enteRtainment options

Government and resort owners must

all partner in developing a coordinated

and mutually reinforcing array of

entertainment venues and options.

11

View the Report


ProjECt matCh IdentIty and weBSIte Project Match is a nonprofit that matches minority students in the Washington, DC area with

boarding schools. They were in desperate need of a new brand identity and website that would

increase the professional perception of the organization into increase student and donor interest.

Class: the role oF GraPhiC desiGn in soCial awareness

PO Box 40852, Washington, DC 20016 | P 202.722.0459 | F 202.280.1105 | www.projectmatchdc.org

P 202.722.0459 | F 202.280.1105

PO Box 40852, Washington, DC 20016

[email protected] | www.projectmatchdc.org

Matching talented students with

exceptional educational opportunity

Yvette RossExECutivE DirECtOr

PO Box 40852, Washington, DC 20016

Visit the Website


Playa GrandE weBSItePlaya Grande was intended to be a luxury, high-end resort in the Chiriqu Province of

Panama, for which I designed a joint venture brochure in 2007. This website takes that

approach that the resort has been developed and is available for tourists, retirees, second-

home buyers, honeymooners and families to plan and book their next home or vacation.

Class: GraPhiC desiGn studio ii

Visit the Website


dIzzy anImated typeThis animation, just under 14 sections, tells the story

of two children playing happily together.

Class: tyPoGraPhy studio ii


Psalm 139 anImated narratIveSomehow, using type, color and motion, I needed to communicate the indescribable feeling of being perfectly

loved and protected, as described in Psalm 139. With that understanding, I selected the humanist Hypatia Sans

Pro typeface because it is warm and legible, while hinting towards history with an expansive type family. The

type was paired with a color palette of purple, gray, dark brown, and a soft blue-green.



mEmoIr oF a GEIsha movIe tItleInspired by the art of a geisha and key events in the story of the movie, I created a

new movie title to introduce this romantic drama.


my work

Documents

foster parentdo

graham print studio

foster care system

dc metro area

print studio ishala

digital studio

purpose identity

national brand